Design: Dalziel & Pow
Opening date: December 2018
Store size: 217 sq m
On the ground floor of Westfield London, nestled between Waterstones and House of Samsonite sits the new 217 sq m Skopes store, designed by Dalziel & Pow. The heritage suiting brand was established 70 years ago in the heart of the Leeds textile industry and is now refreshing its identity and store concept to appeal to a new generation of consumer.
The new store aesthetic is clean and approachable yet playful, with design cues taken from the manufacturing floor and foreman's offices in a 1960s Leeds factory.
Named 'The Suit Lookbook', the store is designed with six distinct zones that correlate with an occasion or look, such as 'dressed down friday' and 'commuting in style'.
Bringing the looks to life are digital screens playing campaign content, as well as bespoke coloured mannequins from the HOL Group, floor-to-ceiling visuals and motion-censored screens on the perimeter walls.
Instead of cash desks, the store features a cutting table-inspired service desk, while staff are equipped with tablets to take payments, for a more flexible and personal service experience.
The space also incorporates a lounge area complete with a fully stocked fridge.
The fitting rooms are wallpapered with Skopes' signature brand pattern and each cubicle is fitted with a lighting control system from Ansorg that can create six different light scenarios.
'Retailing can be challenging but exhilarating at the same time,' said Simon Cope, managing director and chairman at Skopes, ahead of the launch. 'As a brand we are constantly looking to evolve to ensure we remain relevant in today's market place. The consumer deserves a high level of service that is truly experiential, evoking all the senses.'